University of Louisville
2323 S. Brook St.
Louisville, KY 40208
Brand Identity & Visual Standards
Guidelines for creating UofL-branded marketing materials and websites
The words on our sites illustrate who we are, what we stand for, how we’re different and why the user should care about UofL. Our content highlights the functional and emotional benefits people attain by attending, supporting, working at, or being involved with the University of Louisville.
In order to ensure a consistent tone and message across our marketing websites, the following basic standards have been created:
The style of writing for digital platforms differs considerably from print due to platform differences and user expectations. Content for web pages should be concise and easily scannable.
Web content largely exists to provide purposeful information and users typically have specific subject matter they want to find or tasks they need to complete. As such: